Thinktopia Launches New Primal Branding Website


Primal crowd 7 thingsThis weekend, Thinktopia® is soft launching a new site called The site is inspired by the success of the book Primal Branding. In the Fall, the site will launch a new service to help people put the Primal Code™ into action.

Primal Branding: How To Create Zealots for Your Brand, Your Company and Your Future was published by Simon & Schuster/Free Press in 2006 and has become (we are told) a cult classic in marketing and branding.

Branding legend Al Ries declared when the book was launched that Primal Branding was, “Not the same old branding B.S.”

For the last decade, Thinktopia has been using the construct outlined in Primal Branding to help Fortune 100 companies and start-ups alike define brand strategy, launch new brands, and help to re-engineer existing products and services.

The seven pieces of Primal Code™ are what move people, places and things from being meaningless (or unbelievable) to becoming meaningful enough to gather millions of fans. In fact, the primal construct of creation story, creed, icons, rituals, sacred words, nonbelievers and leader can be identified in the most popular and powerful brands that exist.

Even YouTube, the largest social engagement platform on the planet, teaches fledgling videographers and storytellers this primal construct. YouTube metrics show that the most-watched YouTube videos all include at least five out of seven pieces of “Primal Code.”

This is because Primal Code designs a system of belief that attracts others who share that belief, creating a community of believers: the tribe of people “like us.”

This also can be said for the communities that surround powerful brands like Apple, Nike, Google and Facebook as well as for the communities that surround Obama, Lady Gaga, New York City, Silicon Valley, the Civil Rights Movement and climate change.

The construct of Primal Code is even used in military intelligence and artificial intelligence.

“Until the concept of Primal Branding, marketers worked in a maze without a flashlight,” says Primal Branding creator Patrick Hanlon. “Thanks to this fresh understanding of how we can design and embed the emotional connections that attach people to brands, we have helped brands get unstuck, and find new markets.

“Most importantly, we have helped marketers create new social media strategies that help them attract new communities of people that want to participate with them because they are attracted to their values, their products, and their actions.

“Every tactic now becomes a long-term investment in their Brand, rather than a one-shot buzz.”

The new website which is beginning its soft launch in July, will feature articles on current events and other communications that highlight the impact that Primal Code has on Brand culture and society as a whole.

The best way to see how a community evolves is to take part in its evolution. You’re invited to come along and offer your own comments and help us make the site better for everyone at

‘Begin Again’ Director John Carney Redubs Film Ritual

Ritual is an important part of brand narrative. Relating narratives is a ritual, and rituals are also embedded in the actual production and action of narratives.

Let me explain. Going to the movies is a ritual we have all enjoyed. But what we may not realize is, that the act and art of creating a film is also a ritual: filled with moments of joy and despair. (As anyone inside the film community knows, film production is hours of sheer boredom, interrupted by moments of sheer panic.)

Characters within the plot have rituals. Jack Nicholson’s character in ‘The Shining’ for example, acted out the ritual of writing a novel. ‘Game Of Thrones’ is filled with rituals, from sword practice and beheadings to sex romps.

In the new movie ‘Begin Again’ from director John Carney, Keira Knightley plays a young songwriter who, at least in this segment of the movie, is onstage performing her new song. As Carney points out in his narration over a pivotal scene when his two main characters meet for the first time (in a video provided by The New York Times), this scene is an oft-performed movie meme. In fact, Carney points to Judy Garland playing a similar scene in ‘A Star Is Born.’ Part of Carney’s challenge, he explains, is to give this tried-and-true scene a twist that makes the rite something new for his audience.

Actor Mark Ruffalo plays the record producer and A&R man who hears something in Knightley’s music that no one else in the bar can. This is a genre piece, which, by definition, must fit a genre: a cluster of easily consumable memes whose predictability both satisfy and annoy us.

Memes are patterns, icons and actions that make us comfortable. But that comfort embraces a predictability that frustrates our lust for unpredictability.

Hence New York Times’ reviewer A.O. Scott simultaneously likes and dislikes ‘Begin Again,’ without understanding why. “I’m trying to praise this movie with faint damnation,” he concludes. “It’s not very good, but it is kind of enjoyable, at times infectiously so.”

The crowd is a fickle audience. Carney’s new film is scheduled for limited release on July 2.